FW21

M E D I A I M P A C T O N P R I N T , W E B & S O C I A L

MEN'S FASHIONWEEKS

F W 2 1 M E N ' S F A S H I O N W E E K S- [ ] -

IntroductionThough the world is still facing uncertain times due to the ongoing pandemic,

Milan and Paris confirmed Men's shows in January 2021.

Both the Camera Nazionale della Moda Italiana and Fédération de la Haute

Couture et de la Mode promoted collections to a broad audience by leveraging

new digital opportunities to respect safety measures. Selected formats went from

more traditional runways to entirely virtual presentations, leaving room for

creativity and covering an extensive range of new experiences.

Following DMR Group's unique approach focused on the reader/user's point of

view, we monitored Milan and Paris Men's fashion weeks by tracking official

keywords and hashtags during the following periods:

- MILAN, from January 14th to 20th;

- PARIS from January 18th to 25th.

For Print, we worked on a selection of national newspapers to offer a consistent

analysis. For Web and Social, we analyzed DMR Group's entire panel, including

more than 100K websites and 100K selected social accounts worldwide.

IPA, Independent Photo Agency provided all the images in the report.

MEDIA IMPACTON PRINT,WEB & SOCIAL

€ 9,176,418TOTAL EMV

Milan and Paris FW21 Men's fashion weeksgenerated more than €9M of Earned MediaValue on Print, Web, and Social.

The absence of physical events impactedthe global results.However, both fashion capitals reachedsimilar performance, but with differentcontributions from each media channel.

MILANO FASHION WEEK

€ 4,786,532PARIS FASHION WEEK

€ 4,389,886

F W 2 1 M E N ' S F A S H I O N W E E K S- [ ] -

EMV

PRINT € 2,727,703

WEB € 4,322,359

SOCIAL € 2,126,356

Publishers supported brands by releasing various content: Print reviews, Online photo galleries, Social posts, and more.

Overall, Web ranked first with 47% of total Earned Media Value, followed by Print at 30% and Social at 23%.

Social couldn't leverage the influential power of high-profile Celebrities & Influencers who normally attend these events. Also, some brands preferred to use branded hashtags, not including the official ones which affected results.

Print

30%

Web

47%

Social

23%

F W 2 1 M E N ' S F A S H I O N W E E K S- [ ] -

F W 2 1 M E N ' S F A S H I O N W E E K S- [ ] -

For Milan, Print and Web offered approximately the same share of EMV –42% and 41% of the total, respectively, while Social represented only 17%.

Web was the crucial media for Paris, with 53% of the total value, followed by Social with 31%. Print generated 16%.

PRINT € 2,032,434 € 695,269

WEB € 1,979,256 € 2,343,103

SOCIAL € 774,842 € 1,351,514

42%

16%

41%

53%

17%31%

Social

Web

Print

MFW PFW

F W 2 1 M E N ' S F A S H I O N W E E K S- [ ] -

EDI PAGES

MFW 12.81

PFW 4.31

17.12

MFW75%

PFW25%

Print support to Milan Fashion Weekwas significant. Italian newspapersdedicated full pages to brands showingtheir collections.

Moreover, Italian newspapers providedthe most coverage across both fashionweeks with a total of 12.05 editorialpages. The UK and France followed insecond and third rank by editorialpages, respectively.

TOP 3 COUNTRIES BY EDI PAGES

1 ITALY 12.05

2 UK 3.07

3 FRANCE 1.6

PRINT

F W 2 1 M E N ' S F A S H I O N W E E K S- [ ] -

ARTICLES

MFW 661

PFW 7901,451

WEB

MFW46%

PFW54%

Websites generated more content onParis Fashion Week, 790 vs. 661 articlesfor Milan.

Italy offered the highest quantity ofarticles, followed by the USA andFrance.

TOP 3 COUNTRIES BY ARTICLES

1 ITALY 408

2 USA 232

3 FRANCE 162

F W 2 1 M E N ' S F A S H I O N W E E K S- [ ] -

SOCIAL

On Social, Paris Fashion Week received more visibility than that of Milan across all metrics.

With 845 posts vs. 627, PFW reached 1.4M of Engagement and 41.6M of Reach, gaining more than €1.3M of Earned Media Value.

In general, Social content focused on MFW generated lower Engagement, driving lower performances in terms of Reach and EMV as well.

POSTS ENGAGEMENT REACH EMV

MFW 627 755,507 23,841,286 € 774,842

PFW 845 1,434,030 41,585,040 € 1,351,514

1,472 2,189,537 65,426,326 € 2,126,356

43% 35% 36% 36%

57% 65% 64% 64%

PFW

MFW

F W 2 1 M E N ' S F A S H I O N W E E K S- [ ] -

SOCIAL

POSTS ENGAGEMENT REACH EMV

BRAND 187 654,809 23,896,607 € 776,640

CELEBRITY/INFLUENCER 160 639,147 11,042,608 € 358,885

MEDIA/JOURNALIST 902 703,656 19,982,581 € 649,434

OTHER* 223 191,925 10,504,529 € 341,397

BY CATEGORY

BRAND 51 136

CELEBRITY/INFLUENCER 68 92

MEDIA/JOURNALIST 403 499

OTHER* 105 118

8% 16%11%11%

64% 59%

17% 14%OTHER

MEDIA/JOURNALIST

CELEBRITY/INFLUENCER

BRAND

BY POSTS BY EMV

€ 191,776 € 584,864

€ 225,218 € 133,666

€ 295,453 € 353,981

€ 62,394 € 279,003

25%43%

29%10%

38%26%

8% 21%

Analyzing how categories of social accounts contributed to fashion weeks' visibility, it's evident that Brands leveraged their massive following, obtaining thebroadest Reach (23.9M) with the third highest quantity of Posts (187). Media & Journalists supported companies with the highest number of Posts (902) torank second in Reach (20M). Celebrities & Influencers - with 160 Posts and 11M of Reach - registered similar results to the "Other" category, which includesofficial accounts of organizations, stores, etc.

Media & Journalists were the most important category for the Italian fashion capital, both for EMV (€295K) and Posts (403). By EMV, Celebrities & Influencers(€225K) and Brands (€192K) followed.On the contrary, in Paris, Brands generated the highest EMV (€585K) with 136 Posts, followed by Media & Journalists (€354K) and the "Other" category(€279K). Celebrities & Influencers ranked last by EMV with €134K of value.

*“Other” category includes official accounts of organizations, stores, etc.

MFW PFW MFW PFW

F W 2 1 M E N ' S F A S H I O N W E E K S- [ ] -

POSTS ENGAGEMENT REACH EMV

PELAYODIAZ 10 140,820 4,375,544 € 142,205

ABDULLAAL-ABDULLA 6 81,978 1,411,265 € 45,866

BEATRICEVALLI 2 79,339 641,928 € 20,863

DIETPRADA 1 51,513 510,947 € 16,606

LOICPRIGENT 4 31,379 370,083 € 12,028

1

2

3

4

5

SOCIALTOP 5 CELEBRITIES & INFLUENCERS

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SOCIALTOP CELEBRITY/INFLUENCER FOR FASHION WEEK

POSTS ENGAGEMENT REACH EMV

MFW PELAYO DIAZ 7 97,561 3,362,235 € 109,273

PFW PELAYO DIAZ 3 43,259 1,013,309 € 32,933

Pelayo Diaz

ENGAGEMENT

31,304REACH

1,565,978EMV

€ 50,894

Pelayo Diaz

ENGAGEMENT

17,210REACH

403,131EMV

€ 13,102

TOP POST BY CELEBRITY/INFLUENCER FOR FASHION WEEK

MFW

PFW

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